博物館行銷策略應用之探討──以國立臺灣史前文化博物館為例

Museum Marketing Strategy - A Case Study of the National Museum of Prehistory

近年來國內博物館產業的經營型態有著相當大的轉變，除博物館數目呈現加速度的成長，博物館客源及展覽內容的重疊性愈加明顯，造成博物館間競爭狀況更加劇烈外，公立博物館受預算緊縮影響，使得博物館經營更加困難。面對此外在環境的挑戰，業務行銷的研究發展與規劃執行成為博物館經營成敗的關鍵因素。博物館行銷源自營利事業的行銷，惟博物館屬於非營利事業，而營利事業與非營利事業在經營目標及業務本質上存在著相當大的差異。營利事業經營宗旨在追求營業收入及利益之極大化，而非營利事業則除財務目標外，更須達成其社會教育和歷史傳承的宗旨，因此博物館行銷模式並不能直接採用營利事業的行銷模式，而須加以調整與修正。基於上述，本文試圖為國內博物館經營尋找適當之行銷模型，提供未來博物館進行業務行銷時的依據，並作為未來相關研究的參考。本文以國立臺灣史前文化博物館為例，藉由其環境的分析及五力的分析，以及相關的行銷事件報導，對其目前所應用之行銷策略提出探討。 Recently museums in Taiwan have been facing great challenges in the way they operate. The rapid growth in the number of museums has caused server competition for resources. And annual budget reduction due to the economic depression has made the operation of the public museums even more difficult. Therefore, the importance of marketing has gradually gained attention of the museum managers. Although the concept of museum marketing originated from commercial business marketing, their operation on models are not the same. The goal of business organizations is essentially different from that of museums, which are nonprofit organizations. The goal of business is mainly to make the maximum profit. The goal of nonprofit organizations, however, is always to promote social education and heritage preservation. Therefore, the business-marketing model cannot be applied to museum marketing. In this paper, taking the National Museum of Prehistory as an example, the author uses SWOT analysis to examine its overall strategic position and marketing strategy.

Recently museums in Taiwan have been facing great challenges in the way they operate. The rapid growth in the number of museums has caused server competition for resources. And annual budget reduction due to the economic depression has made the operation of the public museums even more difficult. Therefore, the importance of marketing has gradually gained attention of the museum managers. Although the concept of museum marketing originated from commercial business marketing, their operation on models are not the same. The goal of business organizations is essentially different from that of museums, which are nonprofit organizations. The goal of business is mainly to make the maximum profit. The goal of nonprofit organizations, however, is always to promote social education and heritage preservation. Therefore, the business-marketing model cannot be applied to museum marketing. In this paper, taking the National Museum of Prehistory as an example, the author uses SWOT analysis to examine its overall strategic position and marketing strategy.